Three Best Practices
Cultural Competency. 1
Identify and articulate needs which require cultural appropriate solutions in the use of Twitter.
1.1 Recognized specific information needed according to a particular country, including language, technology/ies available and current use of technology.
1.2 Explore potential obstacles according to current political and business models. This includes internet usage for mobilizing, community organizing, restrictions in the workplace (internet use) and e-commerce.
It is very important to recognized that each country in Latin America is different. They have different practices in terms of Internet accessibility. For example according to Patrick Burkart in Latin America mobile technology is the first venue to connect with social media and internet and has also reach critical mass, something that computers/internet have not accomplish due to price accessibility. I have worked with the Latino community in the areas of prevention and one aspect that I have noticed is that in the work place, employees do not have the the same accessibility that in the United States. Many have restrictions for Internet or sometimes they only have one computer with access to the Internet which limits the accessibility. In addition, the Spanish language is not the same in every Spanish speaking country in Latin America. There are other languages that are spoken in Latin America, Portuguese (Brazil) and English (Belize). There are political aspects to consider as well, some countries in Latin America do not have the same freedom of speech as we do in the United States. Therefore when a company is planing to open their business in this part of the world they need to be aware of this.
Identify the best venues and language to create and to be part of a conversation on Twitter.
2.1 Recognize that each country has their own venues to access Twitter this includes mobile vs. computer and text vs. internet.
2.2 Explore the appropriate Twitter message language. Spanish terminology varies depending on the country and language (casual, business, academic) according to the audience.
There are countries in Latin America that have very limited access to computers and the Internet, but they have reach critical mass in mobile devises. Many people in these countries are not aware of the that they do not need Internet service on their mobile devises in order to tweet. In many countries in Latin America it is considered that language is a way to categorize people, very casual use of Spanish can be seen as a lack of education and importance. Messages that are in a very academic complex format may be perceive by many as boring or as the same bla,bla (not real people) therefore messages need to be elaborated according to the audience that a business wants t reach.
Business and Individual Voice. 3.
Identify and articulate stipulations for appropriate message on behalf of the business in Twitter.
3.1 Recognize that each message represents the business voice. Each message post on Twitter is on behalf of the business when representing the business. Consider two accounts to ease this point, one business with initials to recognize individual employees and an individual account for messages with an individual voice.
3.2 Explore appropriate messages on behalf of the business. This includes questions, facts, information, links and images/videos. Consider have different accounts for Twitter tools to avoid any confusion (Twitpic).
I have noticed that many people who represent a particular business have had use the business Twitter account to express their own voice. This is very problematic, because as an employee your messages need to reflect the mission and vision of the company and not your own. Having another account (individual) may avoid problems for employees who wish to voice their own opinions and thoughts. One of our guests provided this important point.
Burkart, P. (2006, 2006 Annual Meeting). Does Access Ride on a Wireless Web?: eMexico and Mexican Wireless Telephony. Conference Papers — International Communication Association, Retrieved February 6, 2009, from Communication & Mass Media Complete database.